VIRTUAL REALITY FOR MARKETING

VIRTUAL REALITY FOR MARKETING

The reality and potential of the virtual world has been a mainstream concern in the field of technology. Attempts have been made over the years to develop and delve deep into its possibilities. But it’s just the tip of the iceberg which has been unravelled till now.

The household penetration of VR headsets is in its infancy. Virtual Reality for marketing is also at its nascent stage. However the impact of such marketing can have far reaching consequences because they generate more response virally. Thus several pioneers are realising its potentialities and deftly managing to tap into them, in various fields of marketing.

While demonstrating product features and functionality

The newly launched Samsung Gear VR is a proud legacy of Virtual Reality. Developed by Samsung Electronics in collaboration with Oculus, it was released on November, 2015. When in use, a compatible Samsung Galaxy device acts as the headset’s display and processor while the Gear VR acts as the controller containing the high field of view and the custom inertial measurement unit for rotational tracking which connects to the smartphone via micro USB. This new invention makes user experience in virtual world dauntingly real. Samsung is working on two new virtual and augmented reality systems: a successor to its Gear VR mobile headset, and a mixed reality device similar to the Microsoft HoloLens or Magic Leap.

Communicating the brand’s mission during sale

Toms, a footwear manufacturing company is embedding the impact of its donation policy in the consumer’s mind through its recent virtual reality stunt. In a partnership with AT&T, a 360-degree video on YouTube and mobile application shows the effect of the charitable project. There is customer engagement and sharing like never before.

Immersing users in a branded entertainment experience

A sharp application of VR has been embraced by HBO in the new seasons of Game of Thrones. For the recent launch of the 2016 season of GoT, Oculus Rift owner provided a VR viewing experience through a special 360° synchronization of the show’s opening credits with Facebook. A multi-sensory, travelling exhibition which featured the VR experience “Ascend the Wall” was also launched earlier. The headset used was Oculus Rift.

Keeping traditional print and video story-telling interesting

The New York Times adds an exhilarating dimension to story-telling, keeping the old genre fresh while actively capturing the imagination of the youngsters through the use of VR. It thus provides maximum customer engagement and keeps traditional media interesting and at par in competing with the digital media. Its latest marketing technique is the Google cardboard headset through which it plans to release a series of VR films to its subscribers.

Being customer-friendly by helping them make informed choices which satisfies them

Lowe’s turn to virtual reality introduced the Holoroom – its self-described “digital power tool for kitchen and bath design.” With this latest introduction, Lowe is literally towing on the lines of VR being converted from an experimental household name to a retail one. It was launched on November 2015.